Being a graphic artist I’m all visual except when I am not. So this is what I mean by that. This video example, was planned, scheduled, art directed and shot, but around what? Where did we begin? It began with a story, and that story however short told the tale that allowed us to dream up visuals to fit.

In this video there is no dialog, but there was the matter of how we wanted to show the jewelry and the apparel for the Artist/Designer Client. The scenarios that came to mind were everyday people wearing JoMama designs in everyday situations. Our client is very mindful of the environment so the story involved models and locations that fit her clothing line as well as her message.

The script, writing came about as soon as we talked with the client. The ideas flowed and we were lucky to have such a creative client to collaborate with. Using the script as our guide, we lined up talent and locations almost simultaneously – knowing that a particular scene would work with a particular model or location. 

Shooting was over a period of days and “in the can” so to speak, then on to editing. There is more to this process but my point in writing about this is to emphasize that you need a script – a direction, pre-production planning to get across your message and that is something we do.